Rethinking physical activity communication: using focus groups to understand women's goals, values, and beliefs to improve public health

BMC Public Health
Michelle SegarApril Oh

Abstract

Communication about physical activity (PA) frames PA and influences what it means to people, including the role it plays in their lives. To the extent that PA messages can be designed to reflect outcomes that are relevant to what people most value experiencing and achieving in their daily lives, the more compelling and effective they will be. Aligned with self-determination theory, this study investigated proximal goals and values that are salient in everyday life and how they could be leveraged through new messaging to better support PA participation among women. The present study was designed to examine the nature of women's daily goals and priorities and investigate women's PA beliefs, feelings, and experiences, in order to identify how PA may compete with or facilitate women's daily goals and priorities. Preliminary recommendations are proposed for designing new PA messages that align PA with women's daily goals and desired experiences to better motivate participation. Eight focus groups were conducted with White, Black, and Hispanic/Latina women aged 22-49, stratified by amount of self-reported PA (29 low active participants, 11 high active participants). Respondents discussed their goals, values, and daily priorities alon...Continue Reading

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Citations

Oct 14, 2018·Journal of Physical Activity & Health·Emily L MaileyMichelle Segar
Dec 5, 2018·Expert Review of Cardiovascular Therapy·Ross Arena, Cemal Ozemek
Mar 6, 2019·Health Promotion Practice·Caroline D BergeronNatalie Swift
Apr 23, 2020·International Journal of Environmental Research and Public Health·James NoblesSabi Redwood
May 18, 2020·Annals of Behavioral Medicine : a Publication of the Society of Behavioral Medicine·Jennifer M TaberSancy A Leachman
May 31, 2019·BMC Family Practice·Apichai WattanapisitSunton Wongsiri
Jan 16, 2019·Journal of Racial and Ethnic Health Disparities·Amber W KinseyOlivia Affuso
Apr 17, 2020·The International Journal of Behavioral Nutrition and Physical Activity·Chloë WilliamsonPaul Kelly
Nov 6, 2020·The International Journal of Behavioral Nutrition and Physical Activity·Michelle L SegarAnthony D Okely

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